Analysis of Motivation for Continued Use of Meta AI on  WhatsApp: Uses and Gratification Theory Approach

Irfan Ramzi Biru; Riska Febriana Rahmawati; Btari Adiella Duhita Salsabila

doi:10.59934/jaiea.v4i3.1123

Authors

Irfan Ramzi Biru Universitas Pembangunan Nasional "Veteran" Jawa Timur
Riska Febriana Rahmawati Universitas Pembangunan Nasional "Veteran" Jawa Timur
Btari Adiella Duhita Salsabila Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.59934/jaiea.v4i3.1123

Keywords:

Artificial Intelligence, Meta AI, Gratification Theory.

Abstract

Advances in AI technology have brought innovations such as the Meta AI chatbot integrated on WhatsApp that are changing the way users interact digitally. However, there is little understanding of the factors that motivate the continued use of AI chatbot technology on messaging platforms. Adapting McLean & Osei-Frimpong's (2019) model, this study examines the motivations for using Meta AI on WhatsApp by analyzing the influence of utilitarian, hedonic, symbolic, social (social presence & social attractiveness) benefits, as well as the moderating role of perceived privacy risks. A quantitative survey was conducted on 100 respondents aged 20-29 years, Meta AI WhatsApp users, and domiciled in Surabaya, and then the data was analyzed using PLS-SEM. The results showed that hedonic benefits and social attractiveness significantly influenced the use of Meta AI, while utilitarian benefits, symbolic, social presence, and privacy risk moderation were not significant.

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